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For many business owners, avoiding identity
theft means taking steps to prevent the loss of data
that could lead to financial fraud. But there is
another type of business identity theft emerging: online
identity theft related to review and social sites such
as Yelp, Google, Facebook and UrbanSpoon.

Cyber criminals or other businesses hack into these sites to post
false information about a company or illegitimate reviews --
all with the intent to harm the organization.

More and more small businesses rely on the online listings
posted to social and review sites that share information about
their companies and provide recommendations. Yelp alone reaches 132 million users. And 90 percent of consumers say positive
reviews on sites such as Yelp affect their
purchases. With social sites having such
a significant impact on consumer decisions, people hoping
to harm a competitor's business often target such sites.

The challenge of having to managing a business reputation is
not new for company owners. Yet the Internet has changed the
way people make decisions and how reputations are spread. While
these days it's easier for the advocates of a
business to sing its praises, the converse is also
true: It's easier for competitors to post false information and
reviews in an anonymous way through the Internet.

As this type of online identity theft spreads, business owners
should keep a close eye on what's being posted online about their
companies. Here are some tips for doing so:

While reputation-management services have been around for a
while, historically they've been used by enterprise firms because
of their high cost. But technological advances have made
these services more automated, bringing down the price to a level
that's more attractive for small businesses and
entrepreneurs.

Business-reputation management services monitor the most popular
social and review sites, correct inaccuracies in online listings
and alert a business owner to reviews that may be inaccurate or
harmful.

Even if a business doesn’t currently have plans to
actively post to Facebook or engage on Twitter, it should create
social accounts in the company's name. This will prevent others
from creating accounts and posing as the legitimate business.

Recently there have been instances of hacking into Google Map’s verification
system and posting false information about a business.
This includes updating the hours of operation for a business
to give the impression that it's closed or even posting a
false company location.

If there's an unusual drop in the company's ledgers that can’t be
explained by the typical highs and lows of the business cycle,
check online. The cause could be as simple as a bad review, which
can be addressed. Or it could also be that someone has
updated the company's business information. Sites to check
include Yelp and Google Places.

Small business owners should not ignore what's being said
online about their companies. This practice can lead to
trouble. Take a proactive approach to online reputation
management and build it into the business plan and marketing
strategy. Concerned about a lack of time to do so? Explore
reputation-management services that can take care of this.